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Sequence Consumer Insights on Digital Firsts

At Sequence, we work with a variety of clients – established and innovative brands alike – to design and build what we call “borderless” brand experiences. A borderless brand experience is one where the lines between digital and physical customer experiences are non-existent. This theme is the first in a series of insights on consumer and brand experiences that Sequence is publishing.

Over the past ten years in working with clients like Chipotle Mexican Grill, Apple, Sonos, Best Buy and others, we’ve accumulated considerable experience about consumers and what they expect from brands. In addition to these direct insights, we wanted to explore specific topics further and publish our findings to share with clients and the industry.

Our first report, “Borderless Brand Experiences and the Rise of the Digital First”, was released in October. Based on a survey of over 1,000 consumers, Sequence explored customer experiences and specifically focused on Digital Firsts, the group of consumers – largely millennials – that have grown up in a world where almost everything is connected via digital means.

Our survey looked at consumers’ perspectives about the role of technology in the customer journey, and how that should be balanced with a personal, human touch. From an industry perspective, the survey studied consumer digital and analog preferences in specific areas like retail, casual restaurants, travel, financial services, and media and entertainment.

A few of the key findings include:

90 percent of all consumers, regardless of age, expect a seamless omnichannel experience across in-store, online or mobile transactions

52 percent of millennial consumers said their first impression of a brand comes via digital

Two out of three of consumers lose trust in a brand when the physical presence doesn’t align with the digital experience

79 percent of consumers are more loyal to brands that have a great online and offline experience

90 percent of consumers want to be able to ask questions and return a product wherever it’s convenient – regardless of where it was purchased

Three out of four consumers say face-to-face communication is still important to them, even if they made an online purchase

These are just a few of the findings from the report. We encourage you to download the report and see a brief video of the highlights. If you’re interested in understanding how borderless brands work, see our case study on Best Buy. And look for more consumer insights from Sequence in the coming weeks and months.

We hope this report can help point your brand toward new consumer engagements, and more importantly toward a better customer experience. Drop us a line at hey@sequence.com to share your experiences or if you would like to talk to Sequence further about a solution for your brand.